You know what I’m talking about … the ads that make you cringe or change the channel. The ads that feature some washed-up local celebrity or drone on about how their company can save you more money than the competition – but don’t tell you why their product or service is better.

Grr… those ads are annoying and a waste of my time.

On the flip side, I love a good Southwest Airlines or Nike ad. Those companies have storytelling down to an art!

They make you feel something when you’re watching – inspiration, motivation or laughter. Who hasn’t had an embarrassing moment and wanted to “get away” as Southwest Airlines encourages you to do?

Good storytelling is about connecting with your audience. Helping them know WHO you are as a company rather than WHAT you do.

In today’s society, people crave to feel a connection with the companies where they work and do business. In fact, according to Wunderman’s study, “Wantedness,”

89% of US consumers say they are loyal to brands that share their values.

Storytelling makes people feel good about their decision to buy your products or work for your company.

Too often, as seen in those horrible television ads that I despise, companies are trying to get you to buy their products without sharing anything about who they are or what they believe.

That’s because they don’t know their own story.

“Before you can tell a great story about your business, you have to know your story.” – Elizabeth King

Your story is powerful!

Your passion for what you do – combined with your company’s unique selling points – tells a powerful story that connects your business with ideal customers and attracts loyal employees.

The challenge for most businesses when it comes to communication is creating a clear vision of the company and building a strategy that showcases what makes the business unique.

That’s because communication and marketing are difficult for even the most savvy business owners.